Content Creation for CBD & Medical Cannabis Brands: 6 Benefits of Blogging for Business
It can be incredibly frustrating when trying to market your cannabis business. Direct marketing and advertising strategies such as running social media and internet ads are just not an option. And with the increased move towards the legalization of, and increased interest in cannabis and CBD products, the green rush is in full swing, making it difficult to stand out from the crowd. But did you know that there are benefits of blogging for cannabis businesses which can help you get around all that and do so cheaply?
Why You Should Blog
You know that you need to grow an online audience. You know that you need to find effective way to connect to your target customers, And you know that content marketing is probably the most successful strategy available to you and your cannabis businesses.
This is why blogging for business is invaluable in helping you boost your cannabis business’s online visibility and build relationships with your target audience. Consistently publishing informative, in-depth, quality content on your cannabis business blog, you are in the position to provide more value for leads and customers, which ultimately lead to increased conversions, higher sales and improved customer relationships and retention.
In short, blogging for your cannabis business has the potential of leading a prospective customer through the entire marketing process - from attracting them, to converting them, to closing and retaining them.
So let's look at six major benefits of blogging for your cannabis brand.
Benefits of Blogging for Business #1 - Drive More Traffic to Your Site
Businesses that publish regular content receive 8x more traffic
There are only so many pages you can realistic have on your website before it becomes a confusing mess. How often do you update the pages you do have? And how often can you insert a keyword on a website page before looking like your stuffing them on there?
Blogging solves all of these issues for you.
Whenever you add a blog post to your cannabis business’s website, it counts as one more indexed page on your website. This means that you have one more opportunity to show up on a Google search and one more organic search opportunity to drive a prospective customer to your website.
All major search engines love new, in-depth and relevant content. Updating your website with fresh, high-quality, and interesting blog posts shows search engines such as Google that your website is active, alive and well. It also gives Google, Bing and Yahoo new opportunities to crawl and index your website.
3. Organic Search
Blogging is also a great way for your cannabis business to be found though organic searches. By inserting relevant keywords that consumers use to search for the types of products and services your cannabis business offers, you up your chances of a new potential customer landing on your website.
Benefits of Blogging for Business #2 - Influence Conversions
Businesses that use blogs get 67% more leads than those that do not, with buyers reading 3-5 blog posts before engaging with the business
- Hub Spot
Turning prospects into leads, and leads into customers require can be difficult. Good thing then that your business blog is an easy, cheap, and effective way to do a lot of the heavy lifting that is required for guiding customers through your marketing funnel.
By writing about topics and themes that your target audience finds interesting and helpful, can help you engage them at each step of their buyers journey and where they are in your sales funnel (to find out more about sales funnels, read about them in part 1 and find out how to create your own here in part 2).
1. Top-of-Funnel = Awareness Phase:
People in the beginning of their buyer’s journey are just becoming aware that they may have a need. During this stage, blog content should focus on your target audience’s pain points and explain their biggest challenges.
2. Middle-of-Funnel = Evaluation Phase:
During this stage, people are weighing up, considering and evaluating their options. Blog content should focus on helping your target audience to understand the solutions to their problems, and educate them about the potential outcomes of each in order for them to make informed choices.
3. Bottom-of-Funnel = Conversion Phase:
This is where prospects makes up their mind and decides on the course of action they are going to follow. This is a great opportunity for your blog content to give that final push in the right direction and should focus on why your cannabis brand and products is the better option for them.
Benefits of Blogging for Business#3 - Develop & Strengthen Relationships
60% of consumers feel engaged/positive with a brand or company after reading custom content on their blog
- Content Plus
Keeping your target audience interested and engaged is a key element of content marketing and branding. Blogging gives you the chance to connect with both existing and potential customers. But in a different, more personal and conversational way.
By encouraging people to interact with your cannabis business through an active comment section, you will not only be able to follow and respond to your visitor’s questions, comments and interest, you are also given the opportunity to use each response as an additional form of content.
What’s more, each question and comment in the comment section, also gives you insight into the needs and concerns of your customers. These can be used to direct the themes and topics of your blog, once again engaging prospects at every stage of your sales funnel by being helpful and relevant.
Every time you connect with someone through your blog by responding directly to them, you build trust, develop a bond, and strengthen a relationship with one of either your existing or potential customers. This also brings us to our next point.
Benefits of Blogging for Business #4 - Builds Brand Trust & Authority Within Your Target Audience
Blogs have been rated as the 5th most trusted source for accurate online information
- Hub Spot
Brand trust and authority are two factors within the cannabis industry that are critical when helping people make their purchasing decisions. This is why cannabis businesses especially, benefit from creating a blog and updating it with in-depth, relevant and informative content on a regular basis.
The number one reason why blogging is such an effective tool in helping cannabis businesses build relationships with consumers is because it has the ability to provide real value. Can you imagine the positive impact on prospective customers if YOUR cannabis business’s educational blog article allayed their fears or answered their questions? Or if YOUR cannabis business’s blog manages to solve a problem for someone?
Unlike direct marketing that hammers away at consumers, telling to buy something, blogging helps to educate people about why they need your product or service, how it can add value to their lives, and how it can potentially solve their problems.
Benefits of Blogging for Business #5 - Social Media Discovery & Content Sharing
94% of people who share posts do so because they think it might be helpful to others
Want to get discovered social media? Blog.
Blogging helps you and your cannabis business get discovered on social media. Every time you write a blog post, you create an opportunity for others to share a link to your blog across THEIR social media networks. This means the potential for exponential exposure to audiences that do not know about you yet.
It also means that, when you post the right content (i.e. content that’s useful and relevant to your audience) at the right time, you strengthen the reach of your blog content reach via social media. But you also strengthen the reach of your social media through your blog. Every time your content is discovered by someone that doesn’t know about you and your brand, your blog has directed someone to your social media profile(s), creating another opportunity for interacting with what is potentially a new customer.
This symbiotic relationship between your blog and your social media, is the epitome of effective marketing - and it’s free.
Benefits of Blogging for Business #6 - Drives Long-Term Results
Year-over-year growth in unique site traffic is 7.8x higher for content marketing
The beautiful about blogging is that the effort you put in today can turn into hundreds and thousands of future views, visits and leads.
Although blogging can sometimes feel like a now-or-never situation, the reality is that most of your discoveries and sales will come from older posts. Hubspot found that between 70% and 90% of leads generated every month comes from posts that are sometimes years old - especially for high-quality, evergreen content.
This means that blogging is a long-term strategy. It takes time. But it is also means that the more high-quality content you post, the more likely it is that your blog will generate leads for your cannabis business far into the future, and do so without any additional effort, time or money.
INTERESTED IN SOME MORE AWESOME IDEAS ON HOW TO GET YOUR CANNABIS BRAND AHEAD OF THE CROWD? CHECK OUT THESE ARTICLES TO GET YOU STARTED
- How to Repurpose Content & Why You Should for Your Cannabis or CBD Business Blog
- 5 Reasons Why You Need to Create Regular Content For Your Cannabis or CBD Business Blog
- 5 Blogging Mistakes Cannabis & CBD Brands Make & How To Fix Them
- Creating The Ultimate Content Calendar for Your Cannabis or CBD Brand
- How to Create a Content Marketing Strategy in 2020 for Your Cannabis or CBD Brand
ABOUT LIEZE BOSHOFF
Lieze, is the founder of LBC3 Marketing, a leading content marketing and copywriting consultancy, working exclusively in the cannabis industry.
Lieze is a passionate and data-driven content marketing consultant with over 3 years of medical cannabis and CBD industry experience. Working with a wide range of brands and businesses globally, Lieze specializes in helping her clients get clear on their content strategy, creating educational and engaging content, and crafting conversion-focussed copy that resonates with their ideal customers.
If you're ready to see the impact a strategic Content Marketing plan and well-crafted Copywriting can do for you and your cannabis business, take that first step, contact her here for a free consultation.
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